RC Cola: Basta

RC Cola, a brand of soft drink, used a humorous campaign to appeal to Gen Z in the Philippines.

Background & Context

Prior to Basta campaign, RC Cola has been impacted by several macro-economic challenges. For one, Coca-Cola is such a dominant leader in sodas category that all brown-colored soft drinks are called "Coke". RC has been banking on its price to stay competitive for years, but this advantage has been erased following the sugar tax in 2018 prompting RC to be at price parity with Coke and the category shrinking by 9.5%.

With no price advantage, and no positive associations in drinkers' minds, RC's sales plummeted by 7%. To turn it around, RC needed to establish an identity...

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